000			01695nam a22002537a 4500
003			OSt
005			20260511144242.0
008			260511b |||||||| |||| 00| 0 eng d
020			_a9781412930772
040			_aKenya National Library Service
082			_a338.4 DOY
100			_aDoyle, Gillian _eAuthor
245			_aUnderstanding media economics / _cGillian Doyle.
250			_aSecond edition.
300			_axii, 216 pages : _billustrations ; _c24 cm.
504			_aIncludes bibliographical references and index.
520			_aThis book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate′ - Paul MacDonald, Roehampton Institute Understanding Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media. The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy. Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.
650			_aEconomics.
650			_aProduction.
650			_aMass media.
942			_2ddc _cBK _n0
999			_c492670 _d492670